Boxoffice® Pro - August 2013

SNACK
TIME
Exhibitors offer moviegoers low-cal alternatives to
popcorn, soda, and candy
CONCESSIONS TAKE A
HEALTHY STAND
by Annlee Ellingson
n Exhibitors are an independent
lot. They’ve made it clear they don’t
like to be told what to do, heading
off government interference
with preemptive programs like the
MPAA’s voluntary rating system
to obviate the need for legislative
regulation. The industry scored
another victory earlier this year
when a New York Supreme Court
judge enjoined Mayor Michael
Bloomberg’s large-soda ban, which
would limit sugar beverages sold in
movie theaters to 16 ounces.
The decision was a win for
NATO’s New York branch, which
argued that “concession revenues
represent a significant portion of
theater profits and help stabilize
ticket prices,” and without large-soda
sales, ticket prices, staff levels,
and wages would all suffer.
The regulation was introduced
to combat obesity, but Judge Milton
Tingling ruled that the health
department was acting outside its
jurisdiction.
“We are elated with [the] decision,”
the organization said. “This
issue was never about obesity, nor
about soda. This was all about power.
The court rejected the mayor’s
attempt to unilaterally tell New
Yorkers what to drink and where to
drink it.”
The Big Apple is appealing the
ruling, but in the meantime, movie
theaters are wasting no time modifying
their concession menus to address
the health concerns reiterated
by the proposed soda ban.
For example, around the same
time Mayor Bloomberg’s proposal
was struck down, Regal introduced
a new line of healthy ready-to-eat
meals from GoPicnic to its patrons.
“Regal constantly tests new
menu items and listens to our
guests,” Rob Del Moro, Regal’s chief
purchasing officer, said in making
the announcement. “We found a
significant number of moviegoers
who sampled the gluten-free,
lower-calorie GoPicnic meals were
pleased to see this option available
and would be interested in purchasing
it again on their next visit.”
The GoPicnic meals consist of five
individually wrapped food items that
are gluten-free with 400 calories or
less and no artificial colors or flavors,
trans fats, high-fructose corn syrup, or
added MSG. Options include Turkey
Stick & Crunch, Hummus & Crackers,
Turkey Pepperoni & Cheese, and
Black Bean Dip & Plantain Chips.
Meanwhile, AMC has added circuit-branded
Smart Movie Snacks to
its concessions offerings. The brown
paper bag includes Chiquita Fruit
Chips, POPCorners Popped Corn
Chips, Odwallsa Trail Mix Bar, and a
20-ounce Dasani water, all for just $7.
“As we continue to upgrade
locations throughout our circuit,
we’re also adding items like hummus
and chips; apple chips; meat, cheese,
and cracker trays; almonds; and dried
fruit,” adds Ryan Noonan, director
of public relations for AMC. “On
the drink side, we have options like
bottled water and juice, and in some
locations we’ve installed Coca-Cola
Freestyle machines, which offer more
than 120 different drink options,
including a wonderful array of diet
sodas, energy drinks, lemonade, and
flavored water.”
Coca-Cola may be as ubiquitous
to the moviegoing experience as
popcorn, but Noonan says, “Among
all of our options, Dasani bottled
water continues to be one of our more
popular drink options, with millions
of gallons of water served every year.”
In addition to diet sodas and water,
Coke’s portfolio includes Minute
Maid juices, Powerade sports drinks,
Vitaminwater, and more.
“While movies remain as relevant
as ever, many people have other
priorities, including a growing focus
on their well-being,” says Stefanie
Miller, group vice president of
strategic partnership marketing for
Coca-Cola North America Group,
one of BoxOffice’s Power 5 concession
brands this month. “The Coca-Cola
Company encourages active, healthy
lifestyles through education, innova-
26 BoxOffice ® Pro The Business of Movies AUGUST 2013